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ADVENTURE. FAMILY FUN. PREPARING FOR THE FUTURE.
The mission of the Boy Scouts of America (BSA) is to prepare young people to make ethical and moral choices throughout their lives by instilling in them the values of the Scout Oath and Law. Scouting encourages youth to strive to do their best for their God and country, to help others, and emphasizes the importance of maintaining good physical, moral, and mental conditions. Discovery is at the heart of all Scouting programs. Scouting equips youth of all ages from diverse backgrounds to explore a variety of topics and ideas, in addition to preparing them for a lifetime of service and leadership. From Cub Scouts, to Boy Scouts, Venturers, Sea Scouts, and Explorers, there are Scouting programs for all ages, backgrounds, and interests.
THE NPM DIFFERENCE
Scouting teaches youth to face any challenge in life. After all, the Scout Motto is “Be Prepared.” In 2020, the national BSA was being challenged by a decline in membership enrollment, and budget constraints presented an additional difficulty. They partnered with Nonprofit Megaphone in order to build awareness of their programs and to leverage the search features of Google through the Google Ad Grant.
Through NPM-managed Google ads, BSA has generated renewed interest in their programs receiving an average of nearly 20,000 clicks per month and a yearly average of 1,500 new membership leads. They estimate 30% of those actually join, leading to 500 new memberships each year! They come close to spending the full $10,000 grant each month, with an average monthly Click-Through-Rate of 25.16%, and increased awareness of niche events like Jamboree and High Adventure Bases.
When asked about his experiences with NPM and the Google Ad Grant, Thomas Rugh, Team Lead for National Marketing stated:
“I would encourage any non profit to work with NPM. In my 12 years at BSA this is the best ROI (Return On Investment) program that we have.”
NPM is honored to help BSA overcome their challenges and looks forward to continuing to be a part of their growth and success. It is a joy to be able to help our clients spread awareness of their programs and foster new growth.